It's not the ever-present mobile device itself that has caused a spike in mobile video plays; it's Millennials. The "cord-nevers" are using their mobile devices to forcefully drive the action toward mobile video.
Millennials are a distinct and uniquely global generation. The "mobile-first generation" share more similarities than generations before them, and they’re driving all of us to a digital homogeneity that is distinctly mobile.
Interestingly, the research also reveals that Millennials significantly change their viewing patterns by device and type of video:
- For the third quarter in a row, nearly 70% of all videos watched on smartphones were under 10 minutes in length. Conversely, this means that 30% of smartphone videos watched were longer than 10 minutes.
- Larger screens continue to get the largest share of video views for content that is longer than 10 minutes, with that format making up 74% of all video watched on connected TVs (CTV).
- Tablet usage for content ranging 10–30 minutes in length continues to outpace devices for content of that length, indicating that the devices remain a favorite of users watching television shows.
So what does all of this mean for marketers? First and foremost, it means marketers need to be thinking about a mobile-first strategy, ensuring their websites and videos are designed for the mobile experience. In our next blog, we'll discuss ways you can optimize your videos for mobile devices.